MKTG 4350 - Dig Analytics & DB Mkt

Institution:

University of Utah

Subject:

Marketing

Description:

The first half of this course covers digital analytics; the analysis of paid and non-paid traffic sources and visitor behavior on an organization's website. Using a variety of case studies, students will learn about defining and monetizing KPIs, collecting web usage and purchase funnel data, calculating metrics, analyzing data to improve performance, and optimization and action. Students will use Adobe's Site Catalyst software and participate in the Adobe Digital analytics Competition. The second half of the course covers customer base analytics and database marketing and will introduce students to the process of studying a firm's customers from transaction databases. The emphasis in the half of the course will be on calculating customer lifetime value for individual customers and its use in marketing programs. Prerequisites: "C-" or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Full Major or Minor status is the School of Business.

Credits:

1.50 - 3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.utah.edu

Phone Number:

(801) 581-7200

Regional Accreditation:

Northwest Commission on Colleges and Universities

Calendar System:

Semester

General Education

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